SEARS TARGETING ASIAN AMERICANS

HOFFMAN ESTATES, Ill.--Sears Merchandising Group is targeting Asian American consumers and has hired Amko Advertising Inc., an agency specializing in the market.
John H. Costello, Sears' senior executive vice president of marketing, said focusing on Asian-Americans is the next logical step, now that Sears has programs to reach African-American and Hispanic consumers, including bilingual staff and bilingual signs in stores with large Hispanic customer bases.
The Asian-American marketing program will be developed over the next few years, the company said.

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